Email Marketing Terminology for Beginners
If you want to get the most out of your email campaigns, it helps to speak the language! Learn this basic email terminology and you’ll sound like a pro in no time.
Above the Fold — The area of your email message that your customers can see without scrolling. Place important content near the top of your email so customers don’t miss the message.
Attachment — A document or file that is sent along with your email message, but is not shown as part of the message. For more information, see Attaching Files to Campaigns.
Bounceback — A hard bounce occurs when an email fails to deliver because of a non-existent email address. A soft bounce occurs when a mailbox is full or a server is temporarily unavailable.
Campaign — An email sent to your subscriber list. For more information, see Creating an Express Email Marketing Campaign.
Click-Through Rates — The percentage of customers who click on a specific URL in your email.
Conversion Rate — The measurable number of sales or responses generated by your email message.
Demographics — Known characteristics of your customers you can use to help target your message. Demographics can be based on age, gender, interests, etc.
HTML — An email format that incorporates images into your email campaign. A more colorful, interesting way to send emails that often improves response rates when compared to plain text emails.
Links — A Web URL embedded into an email message that connects your customers to a website.
Open Rates — The percentage of subscribers who open your email. For more information, see Improving Email Open Rates.
Personalization — An email greeting that addresses your customers by name. For more information, see Personalizing Your Campaign Email Messages.
Spam — Unsolicited emails sent to individuals who have not given their permission to receive a campaign. For more information, see How does spam affect my Express Email Marketing campaign?
Subject Line — The short line of text that displays as the “subject” in your customers’ inbox that the subscriber sees prior to opening your message. The subject line should encourage and entice subscribers to open your campaign. For more information, see 6 Tips for Writing Awesome Subject Lines.
Subscribe/Opt-in — A permission-based way for customers to sign up and receive your email. Generally subscribers opt-in via an opt-in link on your website. For more information, see How to Get Subscribers.
Target Audience — The specific members of your subscriber group that your email is trying to reach.
Test Email — A test email is sent to a designated group of recipients (or to yourself) prior to sending it to your full subscriber list. A test email can help you check for formatting, spelling or grammatical issues before it reaches your customers. For more information, see Sending Test Campaigns in Express Email Marketing.
Unsubscribe/Opt-out — A link at the bottom of your email campaign that allows subscribers to discontinue receiving your emails.
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